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The major push for the Pedigree range will feature in a television campaign from 6 February and will take in two waves until March and then during the Crufts dog championship.

Bosses claimed the campaign would have the potential to reach around 90% of UK households seven times in eight weeks.

Further activity will include press advertising in colour newspaper supplements and women’s consumer magazines, and a direct mail campaign.

The brand will also continue its sponsorship of ITV1’s This Morning weekday show, which is estimated to reach an audience of around 1.2 million viewers every day.

Ruth Snowdon, Pedigree brand manager, said: “With a new strategic positioning, Masterfoods will widen the appeal of Pedigree by communicating an open celebration of all dogs – all shapes, all sizes and all combinations of breeds and cross-breeds.”

By Kevin May